If you’re running a peer-to-peer (P2P) fundraising event, you’ve likely spent time perfecting your event logistics, setting up your fundraising platform, and planning for the big day. But have you taken the time to map out your supporter journey?
If not, you might be missing one of the most important ingredients in a successful P2P campaign.
What exactly is a supporter journey?
A supporter journey is the experience a fundraiser has from the moment they sign up for your event, through to event day, and even the all important post-event celebrations.
It includes every email, text message, phone call, or social media touchpoint you send their way – and how all those pieces come together to make them feel supported, motivated, and part of something bigger.
Think of it like this: if your fundraising platform is the bones of your event, the supporter journey is the heartbeat.
Why supporter journeys matter in peer-to-peer fundraising
Peer-to-peer fundraising isn’t a set-and-forget strategy. It relies on people – often regular people with no fundraising experience – asking their friends, families, and networks for donations.
That’s not always easy.
Without well-timed encouragement, clear instructions, a sense of connection, and rewards along the way, many fundraisers lose steam. Some drop off entirely.
But with the right journey in place, your supporters feel guided, inspired, and celebrated. That’s what leads to better fundraising outcomes.
The signs of a strong supporter journey
- Supporters get a warm, immediate welcome when they sign up
- They receive regular check-ins and prompts to take action (e.g. personalise their page, make a self-donation, share their link, earn a badge)
- Messages feel personal – not like mass marketing
- Fundraising tips are bite-sized and actionable
- Event information is delivered in a clear, timely way
- Supporters feel seen and appreciated for their efforts
- There’s a meaningful thank-you after the event, not just a transactional “done and dusted”
The cost of getting it wrong
When the supporter journey is overlooked or rushed, even the best-intentioned events can fall flat. We’ve seen it all:
- Long silences between sign-up and event day
- Generic platform emails that don’t reflect your cause
- Frantic last-minute messaging that overwhelms rather than supports
- Missed opportunities to nudge fundraisers at key moments
The result? Lower fundraising totals, higher drop-off rates, and missed connections with people who genuinely care about your mission.
What a great supporter journey looks like
At Giving Journeys, we’ve crafted journeys for over 150 P2P events. Across those campaigns, we’ve written more than 4,500 individual emails. And the campaigns that succeed most consistently all have one thing in common: a clear, thoughtful supporter journey.
These journeys:
- Align with the tone and values of the charity
- Use automation to deliver the right message at the right time
- Include personalisation and segmentation (not all fundraisers are the same)
- Are designed to motivate action, not just inform
Want help creating a memorable and motivating supporter journey for your next peer-to-peer event? Let’s have a conversation about your event!